Have brands successfully gained the trust of consumers in terms of safeguarding consented data?
In this month's Industry Forum, we asked voices across advertising, media, communications and strategy to weigh in on whether brands have successfully earned the trust of data-aware consumers.
The answers reveal that the industry is flux with answers split right down the middle – here's what they had to say.
Baha Hamadi
Founder and Managing Director, Keel Comms
NO
Not really. Despite increased awareness around data privacy and stricter regulations, many consumers remain sceptical about how brands handle their data. Misuse cases such as the recent adidas data breach continue to erode trust, making it difficult for brands to fully assure customers of their data security. The evolving privacy frameworks are a step forward, but have yet to translate into tangible confidence for most consumers. To truly earn trust, brands must prioritise transparency, proactive communication and demonstrable accountability – going beyond compliance to build meaningful relationships based on respect and ethical data stewardship.
Harsh Kocher
Account Director, TBWA\RAAD
YES
Consumers don't trust brands because of privacy policies – they trust them because of what the brand stands for. First-party data is only as powerful as the brand equity behind it. In our region, people share data with brands they already associate with value, consistency and relevance. So, while frameworks evolve, trust still comes down to gut feel: Do I like this brand enough to let it in? It's not a tech issue – it's a brand issue. And if you haven't earned that trust, no pop-up, checkbox or cookie disclaimer is going to save you.
Tanya Chaudhary
Senior Communications Manager, BPG Group
YES
In the Middle East, especially across the GCC, brands are taking meaningful endeavours to earn consumer trust. However, it is still a journey. In today's business environment, safeguarding consented data is no longer just an IT mandate; it's a communications imperative. Visa's recent Checkout Friction Report revealed 67 per cent of UAE shoppers prefer biometric methods like Face ID. This goes to show how privacy-first tech, when clearly communicated, drives both security and customer confidence. In my work across data-led communications, I've seen how transparent, culturally attuned messaging bridges the gap between compliance and trust. I believe brands that explain how they protect data, and not just that they do, will lead.
Louis Nicholls
Account Executive, MCH Global
NO
Even though people are more aware of how their data's being used, most still don't fully trust brands with it. In experiential marketing, where everything's personal, emotional and, often, in real life, the stakes are even higher. Sure, people are up for engaging, but that doesn't mean they're handing over blind trust. The real issue is transparency. Most brands still don't explain how they're using data, why it matters, or what consumers actually get out of it.
Until experiences are built with clear data control in the hands of the user, trust will stay surface-level. First-party data has huge potential, but if it's not used in a visible and ethical way, it ends up feeling more invasive than empowering. Trust isn't automatic. You've got to earn it every single time.
David Barnes
Data and Tech Lead, Omnicom Media Group
YES
In today's marketing landscape, consumer trust is paramount. Just last week, I drove down Sheikh Zayed Road and saw Apple's latest privacy-focused campaign proudly stating 'Safari. A browser that's actually private', which serves as a bold reminder that privacy remains top of mind. For brands, this reinforces the need to adopt privacy-first approaches in both principle and practice.
Consumers are often still willing to share data, but only when there's a clear value exchange. Whether through personalisation, access or convenience, the benefit must be tangible. While brands are still earning full consumer trust on data privacy, many will still share when the value is clear. Yet brands must tread carefully as one misstep can quickly trigger a PR crisis or erode that trust entirely.
Santadip Roy
Regional Managing Director, Magna Global MENA
NO
Consumers don't fully trust brands with their data. More than 60 per cent believe companies routinely misuse personal information. As the world shifts towards a more cookieless environment, the technology exists to enhance privacy, but significant governance gaps persist, creating this fundamental trust deficit.
For example, data partnerships among brands have surged, driving widespread adoption of privacy-preserving tools such as data clean rooms, while consent management platforms (CMPs) securely manage data from websites and apps. However, such technology doesn't guarantee that meaningful, transparent consent was clearly obtained from users.
Trust can be engineered through robust technology, but effective governance frameworks and genuine transparency remain essential prerequisites.
Sajju Ambat
Director of Creative Strategy and Insights, Serviceplan Group Middle East
MAYBE
Today, data isn't a relationship. It's a negotiation.
The nature of first-party data is changing in some categories, where the stakes are lower.
When the rewards are real, people are willing to share.
It's not just about trust. It's about the trade.
Give them front-row access, exclusive deals, priority treatment, an experience worth bragging about, and they will happily share email, birthday and even their shoe size is yours.
Brands need to understand: they will share if you dare. People don't mind sharing their data; they mind sharing it for nothing.
If the rewards are juicy enough, if the perks are palpable, if the outcome is instant, people will hand over their shoe size, resting heart rate or even their driving licence number.
Overall, data is great when it talks gains and vulnerable when it talks security.
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Tanya Chaudhary Senior Communications Manager, BPG Group YES In the Middle East, especially across the GCC, brands are taking meaningful endeavours to earn consumer trust. However, it is still a journey. In today's business environment, safeguarding consented data is no longer just an IT mandate; it's a communications imperative. Visa's recent Checkout Friction Report revealed 67 per cent of UAE shoppers prefer biometric methods like Face ID. This goes to show how privacy-first tech, when clearly communicated, drives both security and customer confidence. In my work across data-led communications, I've seen how transparent, culturally attuned messaging bridges the gap between compliance and trust. I believe brands that explain how they protect data, and not just that they do, will lead. Louis Nicholls Account Executive, MCH Global NO Even though people are more aware of how their data's being used, most still don't fully trust brands with it. 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